As a pre-Christmas special, Jagermeister released a limited edition bottle based on the original design. To raise awareness for it among the brand’s online fan base, we aimed to create a campaign where users could engage with the collector’s item, online and prior to sale. Additionally, the campaign should also translate to international market roll-outs.We created Last Stag Standing, a real-time, multi-player game for the brand’s Facebook fan base. Players had to push each other off a vitreous battlefield to unveil the limited edition’s label. Offline, we drew attention to the collector’s piece by creating an iPad version for use both at point of sale and at home.The App has been used by promoters on iPads at the Jagermeister POS and can be downloaded from iTunes.